Gillette Strategic Marketing Case

Table of Contents History 3 Internal Strengths and Weaknesses 4 External Opportunities and Threats 5 SWOT Analysis 6 Strength 6 Weakness 6 Opportunity 6 Threat 6 Current Business Level Strategy 6 Duracell 6 Energizer 7 Rayovac 7 Challenge Ahead 7 Recommendation 7 Plan of Action 8 Appendices 9 Appendix 1-History 9 Appendix 2-Industry Life Cycle Analysis 10 Appendix 3-Competetive Forces Analysis pre 1996 10 Appendix 4- Competitive Forces Post 1996 11 Appendix 5-Analysis of Industry 11 Duracell 11 Energizer 11 Rayovac 11 Market Analysis 11 Appendix 6-Distinctive Competences for Gillette 12 Appendix 7- Barneys VRIO Analysis 12 Value: 12 Rarity 12 Imitability 12 Opportunities 12 Appendix 8- Internal Strengths and Weakness 12 Strengths 12 Weakness 13 Appendix 9 – External Opportunities and Threats 13 Opportunities 13 Threats 13 Appendix Ten- Current Business Level Strategies 13

History

Founded in 1901, the first retail outlet was located above a fish store in Boston and was operated by King C Gillette. When the store first opened they sold only 58 razors and 168 blades in the first three years of operation. In order to expand the company from just typical manual razors to small household appliances, Gillette acquired Braun in 1964. This provided Gillette with the technology and innovation required to maintain market share in the industry. In 1971 the Trac II was introduced to the razor world followed by the Gillette Atra in 1977. These shaving systems created a want for a disposable razor, which had the features of a pivotal head and twin blades. This was ultimately an updated version of the Trac II, and came between the years of 1977-1988. The next razor Gillette introduced was targeted towards consumers who were looking for a closer, more precise shave. The Gillette Sensor system answered these requirements in 1990, followed by the Sensor Excel and the Sensor for women. With the